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How to Effectively Plan Your Promotional Products Campaign

Tips on how to use promotional products for your marketing campaign.

Lottie Carrot

March 19, 2009

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A successful promotional product campaign is not an easy thing to create. A lot of planning is required in the process including picking the specific items, distributing them and making a budget that your team will stick to. There are also important factors to consider in making your promotional items work to your advantage. When you are choosing your promotional items, you should ask yourself the following questions.

1. What is your specific purpose for distributing these promotional products? Of course, the general purpose is to have your company name and products advertised to your customers, however, there are also specific reasons why you choose to give these items away. It can be that you want to generate foot traffic for a trade show or conference that you are a part of. It could be that you are launching a new product. These things should be kept in mind so that you can determine which appropriate promotional item to use.

2. What would be the perfect promotional item in line with your purpose? If you are launching a new product, a great item that is sure to work is a promotional t-shirt. They are easy to giveaway because nobody can refuse a free t-shirt. Also, studies show that the average person keeps a t-shirt for approximately five years. This means continuous advertising for your product. Also, anybody who happens to see the t-shirt will be immediately informed of your newest offering.

Consider people as walking billboards. T-shirts are also ideal for trade shows but smaller and less inexpensive items like key chains and lanyards are also good. Other items to consider are conference bags and portfolios.

3. Who are your target markets? Feasibility studies conducted beforehand will guide you on which demographic would likely buy your products. Are you targeting moms, dads, teenagers, senior citizens or does your product appeal to all these sectors?

Fun and colourful t-shirts and baseball caps would appeal to the younger crowd. Teenagers would also appreciate freebies such as hats and small MP3 players. Moms would love anything that they could use around the house like fridge magnets, photo frames and figurines. Fathers on the other hand will like it if the promotional items you give away are sports-inclined such as golf balls or water tumblers. General items such as umbrellas, notepads and pens will still capture their attention. Remember to always match your items with your target market.

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